MKT 201: Multiculturalism in the Marketplace: Home

Client:

Preston Area Business Alliance

Opportunity:

To help differentiate and promote the diversity of cuisines available in the Preston Corridor, the Preston Area Business Alliance (PABA) is interested in branding its district, or at least part of it, as a destination for multicultural cuisine. For example, the Preston Highway Corridor is filled with businesses owned by recent immigrants from different Spanish-speaking countries such as Argentina, Ecuador, and Mexico. Despite sharing Spanish as a national language, their cultures and food offerings can differ significantly. PABA hopes to unify and promote the Preston Corridor while still celebrating its diversity.

Research Challenge:

• Create a profile of the target audience using primary and secondary research
• Participate in an immersive experience alongside members of the target audience to enrich our understanding of their needs
• Conduct interviews of individuals from the UofL and Louisville communities to explore the brand elements that would resonate with the target market.
• Using these insights, you will propose one insight-driven recommendation to the PABA that will contribute to the brand’s success.

Client:

Republic Bank

Opportunity:

In 2023, Republic introduced its Community & Multicultural Banking Group, focused on non-profits, minority-owned businesses, and developers supporting underserved communities. According to company representatives, Republic Bank currently performs well among Black/African American business clients, but relatively underperforms among other multicultural groups (e.g., Hispanic/Latino). To strengthen its current brand positioning as an inclusive and community-engaged banking partner, Republic Bank is interested in targeting multicultural individuals as banking clients and as employees.

Research Challenge:

• Conduct a brand audit of Republic Bank
• Create a profile of the target audience using primary and secondary research
• Participate in an immersive experience alongside members of the target audience to enrich our understanding of their needs
• Conduct interviews of individuals from the UofL and Louisville communities to explore the banking products and communications that would resonate with the target market.
• Using these insights, you will propose one insight-driven recommendation to Republic Bank that will contribute to the brand’s success.

Research DIY Resources: https://library.louisville.edu/research-diy/home

• Writing a research question: https://library.louisville.edu/research-diy/writing-research-question
• Generating keywords: https://library.louisville.edu/research-diy/keywords